PLEASANTON, CA - Another Northern California Fresh Produce & Floral Expo, another one for the books! It was my first time at FPFC’s Northern California expo, but the welcoming atmosphere made one enough for me to feel like I’ve been going for years. A cozy show full of friends, both old and new, the 2018 Northern California Fresh Produce and Floral Expo was another triumph produce members from across our industry were able to enjoy in Pleasanton, California. Here were some of this year’s highlights…
“Some of my favorite signs of spring: longer days, warmer weather, and the FPFC Expo returns to Nor Cal,” Michael Schutt, Produce Merchant, Raley’s, told me. “This show remains relevant by continuing to provide an intimate setting to preview new and exciting items and make new or renew business connections. I find that I prefer this event to the much larger shows really for the opportunity to have authentic dialogue with the supplier community.”
One thing to notice in the throng of fresh fruit and veg excitement was the sea of red badges—which meant retail representatives galore! Perusing and browsing what grower-shippers, brokers, and merchandizers had brought to their tables this year, the 2018 FPFC Fresh Expo was another great networking opportunity for our industry’s finest.
“I can’t help but feel satisfied with this year’s show,” said Scot Olson, VP of Produce & Flora, Grocery Outlet. “This Expo is a great opportunity for retailers and suppliers to connect and do business with so many folks. Although I typically do not look to this show for innovation and new product launches, I was excited by this year’s turnout. Some highlights and takeaways from this year’s Fresh Expo included seeing an exciting hydroponically-grown strawberry with outstanding color and flavor profile; tasting new salad mixes; getting updates on several commodities straight from growers; making some last-minute Mother’s Day floral buys; and experiencing a beautiful upgraded booth aisle Natalie Junqueiro Machado and her husband designed and built from reclaimed wood.”
And Scot wasn’t the only retail representative blown away by this year’s showing. As the perfect event to get up close and personal with some of the latest produce innovations, including products, packaging, and consumer and in-store promotions, this year’s attendees caught a glimpse of what’s just about to hit the market.
“We’re in the mecca of the California growing region and it’s awesome that we all get to come together to not only network, but to be the first to see new products,” Myisha Nathaniel, Category Merchant – Produce, Raley’s, shared with me. “I hope this expo continues to thrive; I’d like to see it grow for years to come. It gets bigger every year, and I appreciate that suppliers are becoming more and more innovative. As a buyer, it’s sometimes difficult to translate the product in-stores, so it’s great to see it in action when we’re at the expo and be able to take that knowledge and translate it back to our customers.”
In total, over 200 companies came to showcase their oldies-but-goodies and their latest-and-greatest products at their booths. On the buy-side, Raley’s, Grocery Outlet, and many more were amongst this year’s 900 attendees, moving and grooving on the show floor.
“This is a great grass roots event,” Roger Schroeder, former Vice President of Produce for Stater Bros. told me. “Typically shows are for buyers or vice presidents, but this show gets down to the produce managers, clerks, and people who work in-store with customers. I think this Expo does two things: lets the produce managers see what this end of the business is like and lets the vendors get a chance to talk to the people who are in the trenches to find out what the customers are really saying when they walk through the departments. It’s fun to see something like this happen at a local level and continue to grow, too.”
Though winners were announced over the course of the day, there was one award in particular that all of us in attendance were waiting for: Best of Show. And this year, Idaho Potato Commission took home the Best of Show on the produce side, with Rocket Farms nabbing the award on the floral side. Congratulations to both winners!
“For me, I like this because it’s smaller, more manageable, and gives you a better feel for what’s happening in our industry,” Michael Deusebio, Director of West Coast Produce Operations, C&S Wholesale Grocers, said. “You spend more time with people here instead of trying to cover a big show. At this event, a lot of the local growers in the area that we’ve had relationships with for years show up, so it’s really a good event to see people you haven’t seen in a while, not only for growers but for my part of the business as well.”
And, there are already whisperings that next year’s Northern California Fresh Produce & Floral Expo will be grander than this year’s, with a possible new venue and the addition of exciting events like tours.
Thanks to the Fresh Produce & Floral Council for another brilliant show, and here’s to next year!
MONTEREY, CA - Organic companies up and down the supply chain can take heart; exhibitor booth registration is now open for the 2018 Organic Grower Summit (OGS). Taking place December 12-13, 2018, in Monterey, California, OGS will feature two days of information, education, and networking opportunities with organic growers.
“There is a strong appetite for information and networking opportunities that bring together the various sectors of the organic community. OGS is an outstanding opportunity to exchange ideas and information that help us to advance organic for a healthy world,” said Cathy Calfo, Executive Director/CEO of the California Certified Organic Farmers (CCOF), in a press release.
The show, produced by CCOF and the Organic Produce Network (OPN), will include targeted educational sessions on various aspects of organic production from leading authorities. Organic supply chain partners and service providers are encouraged to sign up for a booth at the second annual OGS.
“The organic community truly sees the benefit of an event connecting organic growers and farmers with those in the supply and service chain. As organic continues to grow, the need for expanded education and information throughout the farming community is paramount to its continued success,” noted Tonya Antle, Co-Founder of the Organic Produce Network. “Working together with CCOF, OGS is the right event to bring all components of our community together to exchange ideas and information.”
Keynote presentations from influential and preeminent speakers on a variety of issues and opportunities in organic produce, meat, dairy, and processed organic items are also featured on the two-day agenda.
A running total of 27 sponsors have already committed to participating at OGS, and exhibitors will include seed, packaging, soil amendment, food safety, ag technology, and equipment manufacturers connecting with organic field production staff, supply chain managers, pest management advisors, and food safety experts. Sponsors, to date, include:
- AGCO
- Valent
- Driscoll's
- Moxxy Marketing
- California Organic Fertilizer
- Vitalis Organic Seeds
- STK U.S.A.
- Seed Dynamics (Pulse Organics)
- Marrone Bio
- Bank of America
- Rabobank
- Catalyst Product Group
- American Ag Credit
- IFCO
- Andreini and Company
- Bejo Seeds
- 3 Star Lettuce
- True Organics
- Rijk Zwaan
- Terramera
- SunWorks USA
- Suboneyo USA
- Volm Companies, Inc
- Ferti-Organic
- Crop Production Services
- K.Coe Isom
- Creative AG Products Inc.
OGS will be held December 12-13, 2018, at the Monterey Conference Center in Monterey, California. General registration is slated to open in July, with components of the educational program, including session topics and speakers, to be released in the coming months.
AndNowUKnow will keep you up-to-date with more on this and other events in the produce space.
SAN ANTONIO, TX - Come June, U.S. consumers should be able to revel in some sweet, delicious citrus from South Africa. Summer Citrus from South Africa’s CEO Suhanra Conradie recently took the time to tell me about the coming season, as well as the company’s fast-approaching 20th anniversary.
“We started importing in 1999,” Suhanra begins, explaining that the company's program is both well-disciplined and successful. “Our mission is really to complement local citrus production by providing the U.S. consumer with fresh, sweet, and delicious citrus in the summer.”
In terms of this year’s incoming crop, Suhanra shares that volumes look to be up anywhere from six to eight percent from last year.
“We ship a sustainable 50,000 tons to the U.S. every year,” she continues. “Around June you will be able to eat some sweet and delicious citrus from South Africa!”
Summer Citrus from South Africa exports to several U.S. regions, including the Northeast and Midwest, plus lower regions like Florida and Texas.
To hear all Suhanra had to say about the excitement of the approaching season, watch our brief video interview above!
MURRIETA, CA - In order to celebrate and shed light on its new website, video storytelling experience, and retail program, West Pak Avocado has introduced AVO-opportunities—a comprehensive company-wide marketing campaign.
“The goal with our new website is to offer a marketing resource center for growers, distributors, customers, and the trade,” said Marketing Manager George Henderson. “Now, our various departments are able to translate the over-reaching ‘Avocado Family’ theme for the company onto this website and to use it as a resource for all aspects of business. The AVO-opportunities campaign, which celebrates the West Pak website, video, and retail program launch, also signifies a new era for our global avocado company. With this unveiling, we look forward to a bright and innovative future as the first family of avocados.”
Spearheaded by George, West Pak’s new website, video, and AVO-opportunities campaign are the product of a collaborative effort between various departments within the company and external specialists. In addition to web development, Visual Content Agency, a digital marketing firm in Carlsbad, California, produced the corporate video, web assets, and digital marketing campaign.
According to the company’s press release, its newly redesigned online presence features essential branding and company information for the premium avocado supplier and offers a look inside the legacy, knowledge, and innovation of the first family of avocados. Offering an overview of West Pak facilities and sourcing locations, departments and key personnel, products and brands, a grower resource center, and a comprehensive careers microsite that supports human resources and employee recruitment, West Pak’s new website is a user and mobile friendly website is designed to be a living experience for West Pak’s audience and offers fresh company and industry blog content and social media feed.
The West Pak website also showcases the company’s new retail program, which offers customized solutions for client marketing and sales strategies. Viewers can learn more about the company and opt-in for more information—allowing for a unique chance to chat with West Pak’s avocado experts on and offline.
Additionally, a new company video entitled Growing a Ripe Legacy offers a storytelling experience that details the organization’s humble beginnings, current innovation, and critical stakeholders.
For more on this and other dynamic companies in the produce industry, keep reading AndNowUKnow.
WASHINGTON, DC - The U.S. Department of Agriculture (USDA) announced that Arizona Marketing Produce Distributors Inc. satisfied a reparation order issued under the Perishable Agricultural Commodities Act (PACA).
According to a USDA press release, the Phoenix, AZ, company has met its obligations and is now free to operate in the produce industry. Lorin N. Hobbs was listed as the Officer, Director, and major stockholder of the business and may now be employed by or affiliated with any PACA licensee.
PACA provides an administrative forum to handle disputes involving produce transactions; this may result in a reparation order being issued that requires damages to be paid by those not meeting their contractual obligations in buying and selling fresh and frozen fruits and vegetables. USDA is required to suspend the license of a business that fails to pay PACA reparations awarded against it as well as impose restrictions against those principals determined to be responsibly connected to the business when the order is issued. Those individuals, including sole proprietors, partners, members, managers, officers, directors, or major stockholders, may not be employed by or affiliated with any PACA licensee without USDA approval.
Once a reparation order is fully satisfied and it is confirmed that there are not any outstanding unpaid awards, USDA lifts the employment restrictions of the previously named responsibly connected individuals. USDA will only reinstate the license of a business to an active status if all reparation awards are satisfied and if the license is not terminated.
The PACA Division, which is in the Fair Trade Practices Program in the Agricultural Marketing Service, regulates fair trading practices of produce businesses that are operating subject to PACA includes buyers, sellers, commission merchants, dealers, and brokers within the fruit and vegetable industry.
In the past three years, USDA resolved approximately 3,400 PACA claims involving more than $58 million. PACA staff also assisted more than 8,500 callers with issues valued at approximately $151 million. These are just two examples of how USDA continues to support the fruit and vegetable industry.
KEASBEY, NJ - Wakefern is shopping for some new suppliers to add to its repertoire for the summer. The retailer, who operates the banners ShopRite, Price Rite, Fresh Grocer, and Dearborn Market, has announced that it will host a one-day meeting on May 17 to recruit potential new vendors.
"Wakefern is looking forward to working with ECRM to find exciting new suppliers and products for our stores,” said Parag Shah, Vice President of Grocery, according to a report from NJBiz. “We continue to grow our existing private label portfolio with innovative and award-winning new brands such as Wholesome Pantry, and believe this summit will bring us exciting new opportunities.”
The report explained that Wakefern buyers will be focused on finding a number of new products, including store brand opportunities, especially in the following categories:
- Produce
- Foodservice
- Deli/appetizing
- Dairy
- Meat
- Bakery
- Grocery
- Frozen
- Beverages
- Seafood
During the meet-up, prospective suppliers will have a chance to speak one-on-one with Wakefern buyers and category managers, in private, 20-minute meetings. Efficient Collaborative Retail Marketing (ECRM), a business improvement company, will manage product submissions from suppliers and facilitate the meetings for Wakefern.
The meetings will take place on May 17 at the New Jersey Convention and Exposition Center in Edison, New Jersey. Will this move bring on an influx of new produce products across Wakefern’s banners? AndNowUKnow is ready to find out.
MONTEREY, CA - Industry veteran and friendly face Jeff Oberman has made a big career move, sticking his landing at PRO*ACT as the company’s new Vice President of Strategic Programs. Oberman has long been a leader in the produce industry, most recently during his 21-year tenure at United Fresh.
“I’m excited to join a well-respected company like PRO*ACT, working alongside their business development team to build a more diverse clientele and establish greater relationships with our suppliers and the industry,” shared Oberman upon his appointment. “This provides a great opportunity for us to leverage our experience to strengthen the supply chain.”
During his time with the Association, according to a press release, Oberman focused on providing resources to maximize produce sales, enhance merchandising, and bolster procurement operations at a number of Retail and Foodservice companies. A major aspect of his career with United Fresh was also to lead efforts in new channel development for produce sales in emerging markets, including convenience stores. Oberman has been a featured speaker and panelist at both domestic and international conferences, as well as a contributor to many industry-focused boards.
“We have been working to expand our customer base to include retail, wholesale, and emerging concepts in our portfolio” said COO Brian Kane. “Jeff’s knowledge of our industry, and business development expertise gives us the opportunity to build programs that satisfy our broad customer base.”
AndNowUKnow would like to congratulate Jeff Oberman for making this next big step in his produce career! Here's to more success and relationship building for years to come.
NEW YORK CITY, NY - Already counting down the days until Shake Shack launches its Northern California presence, I can be even more excited knowing the company is adding menu items that move veggies front-and-center.
Not to be outdone by White Castle, which recently welcomed the Impossible Burger to its locations, Shake Shack recently announced it is testing the Veggie Shack, a new vegetarian option starting tomorrow, April 19, at select locations.
Featuring a vegan patty created with black beans, brown rice, and roasted beets, Forbes reports that the Veggie Shack will be topped with provolone cheese, lettuce, onions, pickles, vegan mustard mayo, and served on a potato roll, which can be swapped with a gluten-free bun or lettuce wrap.
The 'Shroom Burger will remain in place, a company representative shared, with the Veggie Shack serving as an additional lighter veggie option to “meet ongoing requests by Shake Shack guests.”
The Veggie Shack will initially be available in the following locations:
- Midtown east, Upper East Side, and Astor Place of New York City
- WeHo and Glendale Los Angeles areas
- Austin, Texas
The Shake Shack team reportedly took eight months to develop and test the recipe for its latest development, finally settling on what it said is the perfect combination of legumes and vegetables.
The Veggie Shack will be a Shake Shack App exclusive through April 23, meaning it can only be ordered via that app until it officially launches on menus as of April 24.
Will the carefully-crafted plant-based item cultivate enough of a following to demand a permanent stay to all menus, and even more produce spins to follow? We certainly can’t wait to find out.
BENTONVILLE, AR - With today’s neck and neck retail culture, it can be hard to find a point of differentiation. But, luckily for our industry members, one sure fire way to put your operation ahead is to invest in fresh produce. Walmart has taken note of this strategy and announced a new line of organic produce items. Furthermore, the line will be offered in Walmart de México y Centroamérica stores, a division the retailer has been consistently looking to develop as part of its global strategy.
"Having the possibility of testing organic vegetables is to ensure that the least amount of chemicals from food is being ingested, and this is translated and enjoyed in the flavor of your meals," said Marjorie Cabezas, Division Manager for Agriculture at Walmart El Salvador, according to an article by ElSalvadorGram.
The new line includes escarole lettuce, romaine lettuce, spring mix, broccoli, green beans, and spinach, and is sourced from produce company Agrocumbre, located in Guatamala City, Guatemela. And while the line is just six products currently, ElSalvadorGram noted that Walmart is looking to make alliances with new partners to expanding the assortment.
Will organic produce be what it takes to give Walmart the competitive edge it's after? AndNowUKnow has our finger on the pulse.
AVONDALE, PA - As To-Jo Mushrooms looks to cultivate young minds and share the key role agriculture plays in foods, it has announced the launch of #GrowingFutures–an interactive educational program in partnership with local schools.
“Partnering with local schools and continuing to educate our youth, especially on topics like agricultural industries, can help shape their understanding of the impact these industries have on the food they eat,” said Kevin Delaney, VP of Sales and Marketing.
The program officially kicked off last week with area middle schools, beginning with Avondale, PA-based Assumption BVM School.
“Our students really enjoyed immersing themselves into the hands-on activities that the team from To-Jo brought into our classroom. It was one of the best partner programs we have been a part of,” said Christine Vogt, a fifth grade teacher at Assumption BVM.
The goal of #GrowingFutures is to bring agriculture and science-based learning into early education classrooms, according to a press release, teaching students about the importance of these industries, and piquing curiosity, and developing interest in those fields as potential future career paths.
Highlighting the growing cycle, varieties, and sustainable nature of mushroom farming through hands-on learning with To-Jo’s employees, students get to use magnifying glasses to examine various raw materials that are important to each phase of the growing cycle, as well as the anatomy of several mushroom varieties.
The company added that interactive virtual reality demos give students the opportunity to step into mushroom houses and witness harvesters picking, while portable growing beds allow for real time exposure.
Southern Chester County currently produces over 600 million lbs of fresh mushrooms annually, or approximately 60 percent of all fresh mushrooms produced in the U.S. #GrowingFutures will continue to partner with local schools throughout 2018 to provide students living in the heart of “Mushroom country” to help further education on a product that plays a vital role in Pennsylvania’s agriculture.